Identify Your Ideal Customer
Find your customers and bring them to your site
Who is your ideal customer?
Identifying your ideal customer is key to attracting them. What's that old Yogi Berra saying, “If you don't know where you're going, you might never get there?” If you're not sure who you want to attract to your online store, you can guarantee that they're never going to come.
There are a lot of people out there selling...let's say....pear shaped salt and pepper shakers. If you have pear shaped salt and pepper shakers that you want to sell, you need to spend a few minutes thinking about who's going to buy them, what other things they might be into, and how they might go about looking for your particular salt and pepper shakers, instead of someone else's.
Who wants what you've got?
Part of the process of determining who your ideal customer is, may involve determining who it is not. Who wants to buy Pear Shaped Salt & Pepper Shakers? Likely not teenagers, or single kids in college. Men are less likely to be looking for them, unless it's for their wife or mother. By eliminating a few groups, we start to be able to get a clearer picture of who our ideal customer might be. Very quickly we can see is that our ideal Salt & Pepper Shaker customer is more statistically likely to be a woman, but not an overly young woman. She is likely old enough to be decorating a home, rather than chasing the club scene, but still young enough to operate a computer. As we rule out some people and rule in others, we begin to get a clearer picture of who our ideal customer might be.
Perhaps you also want to look at it like this: What is your ideal customer going to do with your Pear Shaped Salt & Pepper Shaker? Is she redoing her kitchen? Decorating someone else's home? Setting up a quaint little B&B? Giving a gift to an older woman who appreciates fruit shaped kitchen items?
What else is your ideal customer into?
Our Pear Shaped Salt & Pepper buyer is likely into other fruit shaped or fruit themed items. It's also likely that she's into a retro look, so perhaps she's into some retro values, as well. Perhaps your ideal customer will respond to some “old timey” phrasing, or some terminology that gives a nod to the idea that “They just don't make 'em like they used to.” Words like “antique,” “vintage,” and “retro” come to mind.
Getting into their head
Just for a moment, put yourself in the mind of your ideal customer. You are a middle aged woman, redecorating your kitchen the way you remember your mother or grandmother having hers. Those were simpler times, and you want that wholesome feeling of a bygone era to be captured in your kitchen today. Imagine that you're that woman, sitting down at her computer, to search out fruit themes decorations. What are the words or phrases that she might type into the search bar? “Fruit shaped kitchen items” or “antique kitchen utensils” or “vintage salt and pepper shakers”......there are many possibilities. The trick to getting the search engine to steer customers to your site for all their retro kitchen needs, is finding those “search terms” that they are most likely to enter into the search bar, and telling the search engine, “That's it! That's what we sell! We are the very best website on the internet for Pear Shaped Salt & Pepper Shakers!”
Finding Key Words
There are many methods for finding search terms. There are profession tools to help you out, from sites like Moz.com and Google AdWords. Or you can search for free tools. But one of the simplest ways is to sit down at a Google search and start by typing in the most obvious terms you might use to search for Pear Shaped Salt and Pepper Shakers. At the bottom of the search results page, you'll see a box labelled "Related Searches." This box will contain searches that other people have performed that Google feels is similar in intent to what you've just searched. If you start clicking on related searches and writing down all of the related words and phrases, soon you'll have a sizeable list of possible search terms to examine and pull from. Forming a keyword list this way helps you get even deeper into your ideal customers head. You'll see what else these types of searches generate and make a better connection with your ideal customer.
Marketing directly to your ideal customer
Armed with the keywords you've compiled and all of the insight you've gained into the mind of your ideal customer, you are now ready to optimize your site and your item descriptions to market directly to your ideal customer. This allows the search engines to seek out your customers and deliver them right to your front door.